How social media influences purchasing decision for costume jewellery

Name: Thana Asavasakulkiat

keyword: Jewellery

; Costume jewellery

; Purchasing decision

; Social media

; Consumer behavior

Abstract: The Jewellery and Gems industry is a major industry that generates approximately 83.9 billion baht of circulating money in the nation’s economic system. It has secured a position among the world’s top ten exporters both in terms of “Fine Jewellery” and “Costume Jewellery”. Especially for the costume jewellery, the value of sales reached 11.6 billion baht in 2018, which is an increase of approximately 9% growth. Mostly, this type of jewellery is purchased by middle-class women who prefer to seek the alternative choices, which may be cheaper in price and have more varieties of design, but yet still look like the authentic fine jewellery. This research objectives of his independent study were to conduct research on the factors influencing the purchasing decisions towards costume jewellery made by middle-class income women, and also to understand their customer usage behaviour of social media, which triggers their buying process. The research techniques that were used are mainly the “Qualitative Method”. Secondary data was gathered from the trusted sources from both online and offline channels. Primary data came from 5 to 7 people using a “Focus Group” technique in the early stage in order to understand the overview of the thoughts and attitudes from the real consumers. The “In-depth interview” technique involved people who are middle-class income women, with different ages and incomes, who have recently purchased costume jewellery (within the past 6 months). They were interviewed to investigate the proposed research objectives. After collecting all of needed information, the technique of “Content Analysis” was used to formulate the findings of this research. The results were analysed to show the usage behaviour of social media and how social media tools influence purchasing decisions towards costume jewellery. The results indicated that social media has revolutionised people’s way of life. It is being used as a tool for connecting people together, communicating for personal or work purposes, updating real time information, and most importantly, creating an opportunity for businesses as a medium for buyers and sellers. Thai people who are middle-class income women tend to use LINE, Facebook, Instagram and Pinterest as their primary social media tools. Regarding the factors that influence purchasing decisions for costume jewellery, there are the price of products, the uniqueness and creativity of the design, and the reputation of brands. In addition, the customer ratings from the previous consumers and the reviews from friends or social media influencers are also key factors for buying the costume jewellery for this group of consumers. This overall research took approximately seven months to complete. The focus group process was done in December 2018, the in-depth interview process was finished in March 2019, the data analysis process was conducted during March-April 2019, and the file of this completed report was submitted in May 2019, accordingly.

Thammasat University. Thammasat University Library

Address: BANGKOK

Email: preserv@tu.ac.th

Name: Patterson, Paul G.

Role: advisor

Created: 2018

Modified: 2021-05-25

Issued: 2021-05-25

วิทยานิพนธ์/Thesis

application/pdf

DOI: 10.14457/TU.the.2018.404

eng

DegreeName: Master of Science

Level: Master's Degree

Descipline: Marketing

Grantor: Thammasat University

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